Determining relevant content for keyword extraction

ABSTRACT

The present disclosure is directed toward systems and methods for analyzing user-specific information and determining content within one or more web pages that has been experienced by one or more users. Furthermore, the present disclosure is directed toward identifying and providing actionable data based on keywords experienced by one or more users.

CROSS REFERENCE TO RELATED APPLICATIONS

N/A

BACKGROUND

1. Technical Field

One or more embodiments described herein relate generally to trackingweb data requests and enhancing analytics metrics. More specifically,one or more embodiments relate to extracting relevant keywords from webcontent and providing web traffic analytics based on the extractedkeywords.

2. Background and Relevant Art

Modern websites typically include multiple web pages that a usertransitions through via hyperlinks connecting one web page to another.For example, a website generally has a home page including multiplehyperlinks that direct a user to other web pages within the website.Accordingly, a user can transition from the home page to another webpage within the website by clicking on a provided hyperlink. In thisway, a website user can navigate the website to, for example, search fora particular product, review product pages, comment in a forum, purchasea product, and so forth.

Generally, the main goal of a website manager (i.e., a web master) is toattract visitors to the website, and provide engaging content within thewebsite such that website visitors will “click through” the web pages ofthe website, purchasing goods offered on the website, commenting onposts hosted by the website, interacting with multi-media oradvertisements offered by the website, etc. For this reason, websitemanagers typically utilize various tools to assist them in analyzingwebsite traffic. These analysis tools help website managers understandhow website visitors enter the website, what web pages within thewebsite are most frequently visited by website visitors, and thehyperlinks utilized by website visitors as they click through thewebsite. By coming to a better understanding of website traffic, awebsite manager can determine which web pages/content is most attractiveto website visitors and/or learn how to improve the website to increaseweb traffic.

Of particular interest to a website manager is “user fallout,” whichrefers to the point within a website from which a website visitor leavesthe website. Ideally, a website manager of a commercial website wouldprefer that most users leave, or fallout of, a website only afterutilizing the website to purchase a product. A problem arises however,when website visitors fall out of a website at some point prior topurchasing a product. Existing website traffic analysis tools indicateto a website manager the web pages from which website visitors leave thewebsite (i.e., to go to another website, or to leave the Internet), butare not always able to give any further information as to why thewebsite visitors left. For example, a website manager may determine, byutilizing existing analysis tools, that following a recent re-design awebsite is experiencing a ten percent increase in user fallout from thehome page of the website. Beyond this information, however, existinganalysis tools generally give the website manager limited indications asto why the re-design of the website is causing this increase in homepage user fallout.

Also of great interest to a website manager is the path a websitevisitor takes through a website from initial entry to eventual fallout.For example, a website visitor may initially enter a website by visitingthe website's home page (e.g., www.website.com/home.htm), and then mayclick through various web pages within the website before coming to alast web page within the website from which the user leaves the websitealtogether (i.e., the user falls out). By analyzing the websitevisitor's path through the website, the website manager can gain usefulinsights into which web pages within the website are of most interest towebsite visitors, and/or connections between the web pages. Anotherproblem arises, however, in that existing analysis tools provide noclues as to why a website visitor takes a certain path through thewebsite. Accordingly, a need exists not simply for web traffic data, butrather for actionable web traffic data that indicates to a web managerwhy website visitors are clicking through and eventually falling out ofa website.

Thus, current methods of providing web traffic data analyses includeseveral disadvantages that lead to ineffective web traffic analysis andwebsite management.

SUMMARY

One or more embodiments described herein provide benefits and/or solveone or more of the foregoing or other problems in the art with systemsand methods that provide users with indications as to why websitevisitors take certain paths through a website. More specifically, one ormore embodiments involve identifying specific web content experienced bya user at every step along the user's path through the website,including specific web content experience by the user immediately beforethe user falls out of the website. For example, one embodimentidentifies specific web content experienced by a user on a particularweb page and extracts keywords from the identified content. The systemsand methods track the extracted keywords from the particular web page,as well as the next page the user transitions to within the website. Inthis way, systems and methods described herein can infer how certainkeywords affect a path taken by a user through a website, and providewebsite managers with an indication as to why a user transitions fromone web page to another.

Additionally, systems and methods described herein can extract keywordsfrom web content experienced by a user immediately before the userleaves, or falls out of, the website. For example, an embodiment canmonitor web content experienced by a user while the user is on a certainweb page. If the user exits the website from that certain web page, anembodiment can determine web content experienced by the user within athreshold amount of time immediately preceding the user's exit from thewebsite. In this way, the disclosed systems and methods can identifyparticular keywords experienced by the user leading up to the user'sfallout from the website. This information can inform a web manager asto particular keywords that influence user fallout.

Additional features and advantages of the present invention will be setforth in the description which follows, and in part will be obvious fromthe description, or may be learned by the practice of such exemplaryembodiments. The features and advantages of such embodiments may berealized and obtained by means of the instruments and combinationsparticularly pointed out in the appended claims. These and otherfeatures will become more fully apparent from the following descriptionand appended claims, or may be learned by the practice of such exemplaryembodiments as set forth hereinafter.

BRIEF DESCRIPTION OF THE DRAWINGS

In order to describe the manner in which the above recited and otheradvantages and features, a more particular description will be renderedby reference to specific embodiments thereof that are illustrated in theappended drawings. It should be noted that the figures are not drawn toscale, and that elements of similar structure or function are generallyrepresented by like reference numerals for illustrative purposesthroughout the figures. Understanding that these drawings depict onlytypical embodiments and are not therefore to be considered to belimiting of its scope, various embodiments will be described andexplained with additional specificity and detail through the use of theaccompanying drawings in which:

FIG. 1 illustrates a schematic diagram of an analytics system inaccordance with one or more embodiments

FIG. 2 illustrates a block diagram of an environments for implementingthe analytics system of FIG. 1 in accordance with one or moreembodiments;

FIG. 3 illustrates one or more event sequences including at least oneweb page in accordance with one or more embodiments;

FIG. 4 illustrates an analysis table in accordance with one or moreembodiments;

FIG. 5 illustrates an keyword report in accordance with one or moreembodiments;

FIG. 6 illustrates a flowchart of a series of acts in a method ofidentifying and providing actionable keyword data in accordance with oneor more embodiments;

FIG. 7 illustrates a flowchart of a series of acts in a method ofidentifying and providing actionable keyword data in accordance with oneor more embodiments; and

FIG. 8 illustrates a block diagram of an exemplary computing device inaccordance with one or more embodiments.

DETAILED DESCRIPTION

One or more embodiments described herein include an analysis system thatallows website managers to easily identify actionable web traffic datawithin a given website. More specifically, the analysis system describedherein provides website managers with actionable keywords within awebsite visitor's navigation path through a website. For example, theanalysis system can identify web content experienced (i.e., read,watched, clicked, etc.) by a user on a particular web page and extractkeywords from the experienced content. By extracting keywords fromexperienced content in all the web pages visited by the user in awebsite, the analysis system can determine how certain keywords effectthe user's navigation path through the website. Additionally, byextracting keywords from web content experienced by the user immediatelypreceding the user's fallout from the website, the analysis system candetermine how the extracted keywords correlate to overall user fallout.

In one or more embodiments, the analysis system can begin by identifyinga navigation path taken by a website user starting at the user's entrypoint into the website, and ending with the user's fallout point fromthe website. For example, a user's navigation path through a particularwebsite may begin at the website's home web page, then may include asequence of web pages within the website (e.g., a product web page, apayment options web page, a purchase web page, etc.), and may end at apurchase confirmation web page, following which the user leaves thewebsite. The analysis system can identify navigation paths for everywebsite visitor over a period of time.

Next, the analysis system described herein can identify web page contentexperienced by a user on each navigated web page within the website. Inone or more embodiments, the analysis system can determine what portionsof a web page the user has looked at (i.e., read) by analyzing theuser's scrolling behavior, eye movements, or other web page interactions(e.g., mouse hovers, touch gestures, etc.). Once the analysis system hasidentified content within a web page that the user has experienced, theanalysis system can extract and weight one or more keywords from theidentified content. The analysis system can extract and weight one ormore keywords from the identified content based on the amount of timethe user spent reading the identified content, as well as based on theimportance of the one or more keywords within the identified content.The analysis system can identify, extract, and weight one or morekeywords from every web page visited in every identified navigation pathfor all website users over a period of time.

Once the analysis system has identified both the various navigationpaths taken by users through the website and the one or more keywordsfrom each of the visited web pages represented in the identifiednavigation paths, the analysis system can synthesize this informationinto an analysis table that tracks keywords that lead to and away fromweb pages within a website. For example, in one embodiment, a user mayland on a website's homepage, scroll through the homepage until the usercomes to a block of content that includes the keyword “camera.” Afterthe user reads the block of content, the user may click on a hyperlinkthat transfers him to a web page within the website that is dedicated tocameras. Accordingly, the analysis system can infer that the keyword“camera” was influential in a user's decision to 1) transfer away fromthe website's homepage, and 2) transfer to the website's web pagededicated to cameras. As such, the analysis system can associate thekeyword “camera” with the homepage in the analysis table as a keywordthat leads users away from the homepage. The analysis system can alsoassociate the keyword “camera” with the web page dedicated to cameras asa keyword that lead users to that web page.

The analysis system can repeat the process described above for all webtraffic. For example, the system can perform this process for allwebsite users and all extracted keywords until the analysis table isreliably representative of sequences of keywords that influence everystep through a website in any particular website user's navigation path.The analysis table can also include weights associated with eachkeyword. As such, with sequences of weighted keywords corresponding tonavigation paths through a website, the analysis system can providevarious reports to a website manager that indicate how certain keywordsaffect website users. For example, the analysis system can provide areport for a particular web page within the website that detailsprominent keywords that lead users to that web page. Furthermore, theanalysis system can provide a report detailing keywords that lead tousers exiting the website, a report detailing keywords that lead usersaway from a particular page or pages, a report detailing prominent entryand exit keywords, a report detailing keywords encountered along auser's full navigation path through a website, or a report detailingkeywords that are most heavily weighted.

FIG. 1 illustrates a schematic diagram illustrating an exampleembodiment of the analysis system 100. As shown, the analysis system 100can include various components for performing the processes and featuresdescribed herein. For example, as shown in FIG. 1, the analysis system100 may include an analytics server 102 hosting an analytics manager104. The analytics manager 104 can include a web server communicator106, a web content extractor 108, a keyword manager 110, and a datastorage 112. The data storage 112 can store user-specific data 114,identified content data 116, keyword data 118, and report data 120.Although the disclosure herein describes the components 102-112 asseparate components, as illustrated in FIG. 1, any of the components102-112 may be combined into fewer components, such as into a singlefacility or module, or divided into more components as may serve one ormore embodiments.

Each of the components 102-112 of the analysis system 100 can beimplemented using a computing device including at least one processorexecuting instructions that cause the analysis system 100 to perform theprocesses described herein. In some embodiments, the components 102-112of the analysis system 100 can be implemented by a single server device(e.g., analytics server 102), or across multiple server devices.Additionally or alternatively, a combination of one or more servicedevices and one or more client devices can implement the components102-112 of the analysis system 100. Furthermore, in one embodiment, thecomponents 102-112 of the analysis system 100 can comprise hardware,such as a special-purpose processing device to perform a certainfunction. Additionally or alternatively, the components 102-112 of theanalysis system 100 can comprise a combination of computer-executableinstructions and hardware.

One or more embodiments can partially implement the analysis system 100as a native application installed on a client computing device. Forexample, the analysis system 100 may include a mobile application thatinstalls and runs on a mobile device, such as a smart phone or a tablet.Alternatively, the analysis system 100 can include a desktopapplication, widget, or other form of a native computer program.Alternatively, the analysis system 100 may be a remote application thata client computing device accesses. For example, the analysis system 100may include a web application that is executed within a web browser of aclient computing device.

As mentioned above, and as illustrated in FIG. 1, the analysis system100 can include an analytics server 102. The analytics server 102 canreceive and provide, or “serve,” various types of data in response touser requests, and can store log files associated with user requests. Inone or more embodiments, the analytics server 102 can communicate with aweb server to receive web server log files. For example, a web servercan collect data related to user requests (e.g., time stamps, web pagerequests, scroll positions, hyperlink clicks, media interactions, etc.)for data related to one or more web pages within a website.Additionally, the web server can maintain log files containinginformation related to the user requests received by the web server.

Additionally or alternatively, rather than receiving web server logfiles, the analytics server 102 can receive information via pagetagging. For example, a web page may include a tracking pixel, web bug,or another type of code that activates when a user opens the web page,or performs some other event in relation to the web page (e.g., clicks ahyperlink, interacts with a control, initiates a multimedia element,etc.). The page tag embedded in the web page can automatically reportthe event back to the analytics server 102. In one or more alternativeembodiments, the analytics server 102 may actually include multipleservers working in cooperation with each other.

The web server and/or analytics server 102 can organize, compile, and/orstore log files and other reported information according to a range oftime associated with the data in each log file and/or the other reportedinformation, according to one or more users associated with the data ineach log file and/or the other reported information, according to thetype of data in each log file and/or the other reported information, andso forth. In one or more embodiments, the analytics server 102 canrequest one or more log files from a web server in order to perform ananalysis of the data contained therein. In one embodiment, the analyticsserver 102 may request one or more log files in response to a commandreceived from a user via a client computing device. Additionally oralternatively, the analytics server 102 may request log files from a webserver on a regular schedule (i.e., once a day, every hour, etc.) andnot in response to a command received from a user.

As mentioned above, the analytics server 102 can host the analyticsmanager 104, which in turn can include the web server communicator 106.In one or more embodiments, the web server communicator 106 can parseweb server log files and other reported information received by theanalytics server 102 directly and/or from one or more web servers inorder to determine a user's navigation through a website. For example,as described above, a website can include one or more web pages that arelinked together via hyperlinks. Accordingly, a user can initially landon the website by visiting a particular web page within the website, andthen may continue on to visit other web pages within the website untilthe user eventually exits the website (i.e., falls out). As used herein,a user's “navigation path” through a website refers a sequence or aportion of a sequence of web pages a user visits within the website,from initially landing on the website to eventually falling out of thewebsite.

In one or more embodiments, the web server communicator 106 candetermine a user's navigation path through a website by parsing a webserver log file based on a particular user's identification information.For example, a web server log file may include a list of web pagerequests received by the web server over a period of time. Each loggedweb page request may include information specific to the user who madethe request (e.g., an IP address specific to the user, a screen namespecific to the user, a user ID specific to the user, etc.). In oneembodiment, the web server communicator 106 can parse the log file basedon a user's identification information in order to identify a list ofweb pages requests specific to that user. The web server communicator106 can utilize timestamps associated with each web page request toconstruct a sequence of web page visits corresponding to the web pagerequests made by the user. Additionally or alternatively, the web servercommunicator 106 can similarly parse information reported to theanalytics manager 104 via one or more embedded page tags (i.e., viatracking pixels, web bugs, etc.).

The web server communicator 106 can also parse web server log filesand/or reported information to identify information indicative of auser's interactions with a particular web page. In one or moreembodiments, a user can interact with a web page by scrolling through aweb page, stopping at a particular scroll position within the web page,interacting with a feature of the web page, etc. As mentioned above, theweb server log files and/or other reported information may includesophisticated data related to user interactions with web pages within awebsite including information indicating: time spent by a user on a webpage, the user's scroll behavior within the web page, time spent by theuser at a particular scroll position within the web page, etc.Furthermore, a web server log file and other reported information caninclude information indicative of a user's interactions with amultimedia feature within a web page (e.g., a media player, a Flashfeature, a Java applet, etc.) such as information indicating web pageelements clicked on by the user, web page elements hovered over by theuser, etc. The web server communicator 106 can parse the log file andother reported information based on this data to determine the how theuser has interacted with a particular web page.

Furthermore, the web server communicator 106 can parse web server logfiles and other reported information based on user eye movement. In oneor more embodiments, the web server log files and other reportedinformation contain eye-tracking data. For example, in one embodiment, auser may be utilizing a mobile phone to browse a web page that includesembedded code instructing the mobile phone's front-facing camera tocapture images (e.g., via either still images or video) of the user'seyes as the user browses through the content of the web page. The webserver communicator 106 can correlate the eye tracking data (i.e., thestill images and/or video of the user's eyes) with other reported orlogged data, such as scroll position data. As will be described ingreater detail below, the analytics manager 104 can use this correlateddata to determine particular content within a web page that has beenexperienced (i.e., read or looked at) by a user.

As described above, the web server communicator 106 can parse web serverlog files and other reported information to identify navigationpath-related data for a website user over a particular period of time.In one or more embodiments, the web server communicator 106 can repeatthe parsing processes described above on multiple web server log filesand reported information in order to identify navigation path-relateddata for all website users over a particular period of time. Thus, afterparsing one or more web server log files and other reported information,the web server communicator 106 can identify a navigation path throughthe website for every website user over a period of time; eachnavigation path including the particular user's entry point into thewebsite, the particular user's exit point from the website, and everyweb page visited by the particular user in between the entry point andthe exit point. Additionally, the web server communicator 106 can parseone or more web server log files and other reported information toidentify information indicative of web page interactions of one or moreusers of the website. In this way, the web server communicator 106 canidentify user-specific information for all website users over a periodof time.

Alternatively or additionally, rather than parsing web server log filesand other reported information to identify user-specific information,the web server communicator 106 can directly receive user-specificinformation from the web server or a page tag that does not requireparsing. For example, in one or more embodiments, the web servercommunicator 106 can receive periodic reports directly from the webserver or from user devices (e.g., through a page tag) every time a newuser lands on a particular website, interacts with the particularwebsite (e.g., clicks a hyperlink, activates embedded code, stops at ascroll position for a given amount of time, etc.), or leaves thewebsite. The web server communicator 106 can receive and organize thesereports based on identifying information related to a particular websiteuser. Accordingly, in a similar manner as described above, the webserver communicator 106 can identify user-specific informationindicative of multiple user's navigation paths through a website, aswell as the interactions of multiple users within the website. As usedherein, “user-specific information” refers to data received or parsedfrom log files or directly reported information that is specific to aparticular user (e.g., page lands, entry points, exit points, hyperlinkclicks, scrolling data, eye tracking data, web page interactions, etc.).

As mentioned above, the analytics manage 104 can also include the webcontent extractor 108. The web content extractor 108 can utilize theuser-specific information identified by the web server communicator 106to identify specific content experienced by a website user within agiven web page. As used herein, a user “experiences” web page content byviewing the content (e.g., as with an image), reading the content (e.g.,as with a block of text), interacts with the content (e.g., as with aweb form containing radio buttons and text boxes), etc. In one or moreembodiments, the web content extractor 108 can identify specific contentexperienced by a user by analyzing information indicative of the user'sscroll behavior related to a particular web page. Information that isindicative of the user's scroll behavior can include total time spent bythe user on the web page, the time spent by the user at a particularscroll position within the web page, the time that elapses betweenparticular scroll positions within the web page, etc.

The web content extractor 108 can analyze the user's scroll behavior inassociation with the content of the web page in order to determinespecific content experienced by the user. For example, the web contentextractor 108 can determine that the user stayed at a particular scrollposition within a web page for a certain amount of time. In one or moreembodiments, an amount of time a user spends at a particular scrollposition, above a threshold amount, indicates the user has experiencedthe content within the web page at that particular scroll position. Thethreshold amount can be determined by the web content extractor 108, ormay be configured by a web manager utilizing the analytics system 100.Thus, by identifying the content within the web page at the particularscroll position, the web content extractor 108 can determine that theuser experienced the identified content. In one or more embodiments, theweb content extractor 108 can take display information into account(i.e., display size of the computing device being used to view the webpage, browser window size, etc.) when determining specific contentwithin a web page at a particular scroll position.

In additional or alternative embodiments, the web content extractor 108can identify specific content experienced by a user by analyzinguser-specific information indicative of a user's eye movement relativeto a given web page. It is generally known that, while reading a blockof text, a user's eyes do not move in a constant, smooth progressionacross the lines of text within the block. Rather, a user's eyes tend todart from one word or section to the next. The term “fixations”generally refer to the stationary moments inbetween the eye darts, whilethe term “saccades” general refer to the movements (i.e., the darting ofthe eyes) between each fixation. In one or more embodiments, the webcontent extractor 108 can analyze the eye movement related informationidentified by the web server communicator 106 to identify fixations andsaccades. In at least one embodiment, an identified fixation within aweb page indicates a user has experienced the web page contentcorresponding with the location of the fixation. Accordingly, the webcontent extractor 108 can determine that the user experienced the webpage content corresponding to the location of a fixation within a webpage.

In additional or alternative embodiments, the web content extractor 108can identify specific content experienced by a user in other ways. Forexample, in one embodiment, the web content extractor 108 can identifyspecific content experienced by a user by determining content within aweb page that correlates with a user's touch gestures (i.e., contentassociated with a “pinch-out” or “reverse pinch” touch gesture indicatesthe user zoomed in on particular content). In another embodiment, theweb content extractor 108 can identify specific content experienced by auser by identifying pupil dilation that correlates with specific webpage content. Regardless of the method by which the web contentextractor 108 identifies specific content experienced by a user, the webcontent extractor 108 can identify one or more pieces of contentexperienced by the user on a given web page. Furthermore, the webcontent extractor 108 can repeat the processes described above for allwebsite visitors across all web pages within the website over a periodof time so as to amass a repository of experienced web content, that theweb content extractor 108 can organize by website user and/or web page.

As mentioned above, and as illustrated in FIG. 1, the analytics manager104 can also include a keyword manager 110. The keyword manager 110 canidentify specific keywords from the specific content experienced by awebsite user on a particular web page within the website. As usedherein, a “keyword” is a word or concept associated with web contentthat is indicative of the topic of the content. For example, in oneembodiment, a keyword can be a word taken from a block of text within aweb page that indicates the topic of the block of the text. In anotherembodiment, a keyword can be a word not within a block of text thatdescribes the block of text. In another embodiment, a keyword can be ametatag that describes a picture or other content within a web page. Inyet another embodiment, a keyword can be a portion of a uniform resourcelocator within a hyperlink.

In one or more embodiments, the keyword manager 110 can utilize naturallanguage processing to identify one or more keywords from specificcontent experienced by a user. Natural language processing refers tosystems and methods for word and sentence tokenization, textclassification and sentiment analysis, spelling correction, informationextraction, parsing, meaning extraction, and question answering. In oneembodiment, the keyword manager 110 utilizes natural language processingto identify a topic associated with specific content experienced by auser, to identify an important word within specific content experiencedby a user, etc. The keyword manager 110 can organize the identified oneor more keywords based on an associated web page and/or website user. Aswith the other processes described above, the keyword manager 110 canrepeat the process of identifying keywords for all website users acrossall web pages within the website. In one embodiment, the keyword manager110 can utilize interfaces provided by the Natural Language Toolkit(“NLTK”) to aid in classification, tokenization, stemming, tagging, andparsing specific content.

Once the keyword manager 110 identifies one or more keywords fromspecific content experienced by the user, the keyword manager 110 canalso assign a weight to each of the one or more identified keywords. Inone or more embodiments, the keyword manager 110 can assign a weight toa keyword based on an amount of time spent by a user to experience thecontent from which the keyword was identified. For example, as describedabove, the web server communicator 106 can identify user-specific datarelated to an amount of time a user spends at a particular scrollposition within a web page, or related to an amount of time a user'seyes are fixated on a particular area within a web page. The keywordmanager 110 can assign a weight to a keyword that is directlyproportional to the amount of time the user spent interacting with theweb content associated with the keyword. In one or more alternativeembodiments, the keyword manager 110 can further base a keyword's weighton other factors such as, but not limited to, the keyword's color, fontsize, prominence, etc. Keyword extraction and analysis can be performedby systems such as the Alchemy API (see e.g.,http://www.alchemyapi.com/products/demo/alchemylanguage/).

The keyword manager 110 can also build an analysis table utilizing theidentified user navigation paths and keywords. For example, as describedabove, the analysis table is representative of sequences of keywordsthat influence every step through a website in any particular websiteuser's navigation path. In one or more embodiments, the keyword manager110 begins construction of the analysis table by identifying, from theinformation analyzed and identified by the web server communicator 106and the web content extractor 108, a first web page in a sequence of webpages visited by a user, the one or more weighted keywords that areassociated with that first web page, as well as the second page in thesequence of web pages visited by the user. The keyword manager 110 canassociate the one or more weighted keywords with the first web pagewithin the analysis table, so as to indicate that the one or moreweighted keywords lead the user away from the first web page. Thekeyword manager 110 can then associate the one or more weighted keywordswith the second web page within the analysis table, so as to indicatethat the one or more weighted keywords lead the user to the second webpage. The keyword manager can repeat this process for every step inevery navigation path through the website until the analysis tablerepresents sequences of weighted keywords that have driven users throughthe website during a given period of time. This process is described ingreater detail below with reference to FIG. 4.

The keyword manager 110 can also account for user fallout in theanalysis table. As mentioned above, user fallout occurs when a userleaves a website, either to go to another website, or to log off theInternet entirely. The keyword manager 110 can synthesize fallout datainto the analysis table by first identifying the web page from which theuser falls out of the website, as well as the one or more weightedkeywords experienced by the user within a threshold amount of timepreceding the fallout. The keyword manager 110 can then associate theone or more weighted keywords with the identified web page, so as toindicate that the one or more weighted keywords lead to user falloutfrom the identified web page.

Once the keyword manager 110 completes construction of the analysistable, the keyword manager 110 can provide various reports based on theanalysis table. For example, in one or more embodiments, the keywordmanager 110 can provide a next-page flow report. The next-page flowreport provides, for every web page visited by a website user, a list ofprominent keywords that lead website users to that page. The keywordmanager 110 can also provide a previous page report that provides, forevery web page visited by a website user, a list of prominent keywordsthat lead website users away from that page. The keyword manager 110 canorder these lists of keywords according to each keyword's associatedweight.

The keyword manager 110 can also provide other types of reports based onthe analysis table. For example, the keyword manager 110 can provide areport of prominent entry and exit keywords related to a website,fallout reports (e.g., keywords experienced by users just before theyexited the website), summarized full navigation path reports (e.g., allkeywords associated with a particular navigation path through thewebsite), and enhanced time spent reports (e.g., includes the timesassociated with the keyword weights). The keyword manager 110 canprovide any of the above reports in the form of a connecting keywordstag cloud, where the keyword manager 110 presents the keywordsassociated with the report along with an indication of each keyword'sweight. The reports provided by the keyword manager 110 are described ingreater detail below with reference to FIG. 5.

As mentioned above, and as illustrated in FIG. 1, the analytics manager104 can also include a data storage 112. As shown, the data storage 112can include user-specific data 114, identified content data 116, keyworddata 118, and report data 120. In one or more embodiments, theuser-specific data 114 can include data representative of theuser-specific information, such as described herein. Similarly, in oneor more embodiments, the identified content data 116 can include datarepresentative of the identified content experienced by one or moreusers on one or more web pages, such as described herein. In one or moreembodiments, the keyword data 118 can include data representative of thekeywords extracted from the identified content, also as describedherein. Finally, in one or more embodiments, report data 120 can includedata representative of generated reports, such as described herein.

FIG. 2 is a schematic diagram illustrating an environment forimplementing the analysis system 100 in accordance with one or moreembodiments. As illustrated in FIG. 2, the illustrated implementation ofthe analysis system 100 includes the analytics server 102, a network 202(e.g., the Internet), a web server 204, client computing devices 206 a,206 b, 206 c, and 206 d, as well as users 208 a, 208 b, 208 c, and 208d. As further illustrated in FIG. 2, a client computing device cancommunicate with the web server 204 and/or the analytics server 102through the network 108. Although FIG. 1 illustrates a particulararrangement of the users 208 a-208 d, the client computing devices206-206 d, the network 202, the web server 204, and the analytics server102, various additional arrangements are possible.

While FIG. 2 illustrates four users 208 a-208 d and four clientcomputing devices 206 a-206 d, the analysis system 100 can include moreusers and client computing devices. For example, in one or moreembodiments, the analysis system 100 can handle data related to as manyclient computing devices as are supported by the web server 204. Theusers 208 a-208 d may be individuals (i.e., human users), businesses,groups, or other entities.

The client computing devices 206 a-206 d may include various types ofcomputing devices. For example, the client computing devices 206 a-206 dcan include a mobile device such as a mobile telephone, a smartphone, aPDA, a tablet, a laptop or a non-mobile device such as a desktop, aserver, or another type of computing device. Further, the clientcomputing devices 206 a-206 d may run web browser software. A webbrowser is a software application that allows a user to request, view,and interact with one or more web pages.

Additionally, in one or more embodiments, the client computing devices206 a-206 d can communicate with the web server 204 through the network202. In one or more embodiments, the network 202 may include theInternet or World Wide Web. The network 202, however, can includevarious other types of networks that use various communicationtechnology and protocols, such as a corporate intranet, a virtualprivate network (VPN), a local area network (LAN), a wireless localnetwork (WLAN), a cellular network, a wide area network (WAN), ametropolitan area network (MAN), or a combination of two or more suchnetworks. Example networks and network features are described below withreference to FIG. 6.

In one or more embodiments, the web server 204 can be a computer systemthat hosts data representative of one or more websites. As used herein,a “website” is simply a group of web pages organized under a hierarchy.As used herein, a “web page” is a document that, when delivered to a webbrowser, causes the web browser to display various components to a userof a client computing device. A user may interact with a web page byclicking on a hyperlink. As used herein, a “hyperlink” is an interactiveelement that references another web page that the user can navigate, or“link,” to by clicking the hyperlink.

Each of the one or more websites hosted by the web server 204 caninclude web pages that are used for purposes such as data storage,gaming, retail, social networking, email, file transfer protocol (FTP),and so on. The web server 204 can utilize various communicationprotocols (e.g., hypertext transfer protocol or “HTTP”) to receiverequests for web pages. For example, the user 208 a may send a requestfor a web page via a web browser associated with the client computingdevice 206 a. The client computing device 206 a can transmit the webpage request to the web server 204 via the network 202. Upon receivingthe web page request, the web server 204 can identify the dataassociated with the requested web page, and provide the identified databack to the client computing device 206 a, where the web browser candisplay the requested web page.

The web server 204 can provide web data including hypertext markuplanguage documents (i.e., “HTML”), which may include text, images, stylesheets, scripts, etc. Additionally, the web server 204 can also receivecontent form a client computing device via an HTML document thatfeatures a web form (i.e., a control that allows a user to input datasuch as text that the web browser can transmit to the web server). Inthis way, users can receive and view web pages that include rich contentincluding multimedia, formatted text, web forms, etc. For example, theuser 208 a can request web pages associated with a retail website fromthe web server 204 via the client computing device 206 a. The web server204 can provide web pages containing content describing and illustratingvarious retail products to the client computing device 206 a. The user208 a can then utilize the functionality provided within the web pagesto select and purchase one or more retail products. The web server 204can receive and process the transaction details associated with thepurchase.

In one embodiment, as mentioned above, the web server 204 stores dataassociated with the various data requests that it receives andprocesses. For example, as described above, the users 208 a-208 d mayrequest web page data from the web server 204. Upon receiving a datarequest from a user, the web server 204 can store a log file thatcontains information related to the data request. The log file cancontain information related to the web page request (e.g., identifyinginformation related to the user who made the request), informationrelated to hyperlinks clicked by a user, information related tomultimedia interactions made by a user, information related to web formsubmissions made by a user, information related to file transfersinitiated by a user, information related to scroll behavior of a user,information related to eye movement of a user, etc. Accordingly, the webserver's log file can contain a complete record of each data request andcorresponding user experience associated with a website hosted by theweb server 204. In one or more embodiments, the web server 204 can storethe log files chronologically so as to indicate a sequence of events.

As mentioned above, the web server 204 can provide log files and/ordirect reports to the analytics server 102. Additionally as describedabove, the analytics server 102 can perform all of the functionsdescribed herein with respect to the web server 204. For example, theanalytics server 102 may also receive log files and/or direct reportsfrom one or more of the client computing devices 206 a-206 d viaembedded page tags (e.g., tracking pixels, web bugs, etc.).Alternatively, in one embodiment, the analytics server 102 may be hostedon the web server 204.

In one or more embodiments, the web server 204 and/or the analyticsserver 102 can receive inputs and provide outputs via a terminalassociated with the web server 204 and/or analytics server 102. Forexample, as shown in FIG. 2, the client computing device 206 d can be aterminal for the web server 204. Accordingly, the user 208 d (i.e., awebsite manager or a marketer of a brand that hosts or owns web pagehosted by the web server 204) can interact with the web server 204and/or the analytics server 102 via the client computing device 206 d.Additionally, the analytics server 102 may provide the user 208 d withgraphical displays associated with keyword reports via a display of theclient computing device 206 d. Alternatively, rather than beingassociated with the web server 204, the client computing device 206 dmay be associated with the analytics server 102. In such a scenario, theuser 208 d holds an account with/subscription of a portal supported bythe analytics server 102. The user 208 d accesses the keyword reportsvia a portal hosted by the analytics server 102. Also alternatively, theweb server 204 and/or the analytics server 102 may not require aterminal, but may have input/output means of their own, or alternativelymay provide a virtual terminal that may be accessed by any user 208a-208 c over the network 202 via a web browser.

As described above, the systems and methods performed by the analyticssystem 100 serve to identify actionable keywords within web pages of awebsite based on user-specific information. The keywords identified bythe analytics system 100 can serve to help a website manager (i.e., aweb master) understand why website users move from one web page toanother, or why website users fall out of the website. By utilizing theactionable keywords provided by the analytics system 100, a websitemanager can optimize a website to not only ensure users take moreefficient and/or effective navigation paths through the website, but toalso minimize user fallout. The systems and methods of the analyticssystem 100 will now be explain in connection with a website in FIG. 3.

FIG. 3 illustrates a web browser 300 displaying a web page 304 (i.e.,www.website.com/c1.htm″), as indicated by the uniform resource locator(URL) bar 302. The web page 304 is part of a commercial website andcontains images, text, hyperlinks, and other content that is related toa particular product sold through the commercial website. Although FIG.3 illustrates systems and methods of the analysis system 100 inconnection with a commercial website, the systems and method of theanalysis system 100 can function in connection with any type of website(e.g., social network, FTP, informational, etc.).

As described above, a website user may transfer to the web page 304 fromanother previous web page within the website. For example, as shown inFIG. 3, the user may have transferred to the web page 304 from any ofthe previous web pages 306 a, 306 b, 306 c, or 306 d. In one embodiment,the analytics manager 104 has extracted one or more keywords from eachof the previous web pages 306 a-306 d, and assigned a weight to eachextracted keyword (e.g., the analytics manager 104 has extractedkeywords “K1” and “K2” at weights “W1” and “W2” from the previous webpage “P1,” and so forth). By way of example, the previous page 306 a(i.e., “P1”) may be the website's home page and may include a hyperlinkthat, when clicked by a user, transfers the user to the web page 304.Similarly, the previous page 306 b (i.e., “P2”) may be a web page for aproduct similar to the product featured in the web page 304 and mayinclude a hyperlink that transfers the user to the web page 304. Thewebsite may include multiple web pages that include hyperlinks capableof transferring a user to the web page 304.

Similarly, and as described above, the web page 304 may include varioushyperlinks that, when clicked by a user, transfer the user to other webpages within the website. For example, as shown in FIG. 3, the web page304 includes hyperlinks 314 a and 314 b that link to next web pages 316a (i.e., “N1”) and 316 b (i.e., “N2”), respectively. In someembodiments, a web page can associate a hyperlink to an image or otherdisplay element. For example, the web page 304 associates the hyperlink314 c with a product image. If the user clicks the image, the hyperlink314 c transfers the user to the next web page 316 c (i.e., “N3”).

As described above, the web server communicator 106 can identify asequence of web pages visited by a website user by either parsing webserver log files, or by receiving direct reports from the web server 204or from a particular web page. In one or more embodiments, the sequenceof web pages identified by the web server communicator 106 for aparticular user is a navigation path associated with that user. Forexample, as shown in FIG. 3, a user's navigation path may include thesequence from P1 to web page 304 to N1. Alternatively, the user'snavigation path may include the sequence from P2 to web page 304 to N2.In additional or alternative embodiments, the user's navigation path mayinclude any combination or portion of a combination of one of theprevious web pages 306 a-306 d, the web page 304, and/or one of the nextweb pages 316 a-316 c. Additionally, in at least one alternativeembodiment, the user's navigation path may include a sequence of visitedweb pages that is larger or shorter than three web pages.

In one or more embodiments, the user's navigation path may include afallout. As described above, a user fallout occurs when the user leavesa website. For example, as shown in FIG. 3, a user visiting the web page304 may decide to leave the website that includes the web page 304 andfall out, as indicated by the fallout node 318. The web servercommunicator 106 can identify this fallout, and include a falloutindicator following the web page 304 in the user's navigation path. Asmentioned above, the analytics manager 104 can identify navigation pathsassociated with all website users for a given period of time.

Once a navigation path has been identified for a particular websiteuser, the analytics manager 104 can identify content experienced by theuser within a web page in the user's navigation path. As discussedabove, the web content extractor 108 can identify experienced content byanalyzing a user's scroll behavior. In one or more embodiments, the webcontent extractor 108 infers that a user has experienced (i.e., read)content located at scroll positions within a web page where the userpauses for a given amount of time. In other words, the web contentextractor 108 can determine that a user has read text at a locationwhere the user has scrolled to within a web page.

For example, a web page may contain more content than can be displayedwithin a standard computer display causing a user to have to scrollthrough the web page in order to view the content of the web page in itsentirety. As shown in FIG. 3, the user may have to scroll down twice inorder to view the bottom of the web page 304, as indicated by theposition indicators 310 a and 310 b. Accordingly, the web contentextractor 108 may identify that the time spent at a scroll positionabove the position indicator 310 a, at a scroll position in between theposition indicator 310 a and the position indicator 310 b, and/or at ascroll position below the position indicator 310 b. In addition toidentifying time spent by the user at a particular scroll position, theweb content extractor 108 can also factor scroll speed, horizontalpanning, zoom in/zoom out, and scroll backtracking into the analysis ofthe user's scroll behavior.

Alternatively, the web content extractor 108 can identify contentexperienced by the user by analyzing the user's eye movements. Asdescribed above, the log file data or reported information can includeinformation related to fixations and saccades of the user's eyes whilethe user experiences web page content. Accordingly, as shown in FIG. 3,the web content extractor 108 may determine that the user's eyes fixatedon content above the position indicator 310 a, or in between theposition indicator 310 a and the position indicator 310 b, or below theposition indicator 310 c, or on any specific portion within the web page304. The web content extractor 108 may recognize eye fixations shortenough to be measured in milliseconds.

Although the methods of the web content extractor 108 are described withreference to entire display areas of the web page 304, in one or moreembodiments, the web content extractor 108 can identify contentexperienced by the user with more specificity. For example, the webcontent extractor 108 can utilize various existing technologies such asscroll behavior and/or eye tracking to identify a single sentence readby the user, or a single image the user looked at. If a content is reador looked at by the user for a time greater than a predefined timethreshold then the content is identified as the content experienced bythe user with more specificity. In this way, the web content extractor108 can identify experienced content with a high level of granularity.For example, as shown in FIG. 3, the web content extractor 108 candetermine, based on either the user's scroll behavior or eye movements,that the user has experienced the web content 308 a, 308 b, and 308 c.

Once the web content extractor 108 has identified the user's experiencedweb content, the keyword manager 110 can extract one or more keywordsfrom the experienced web content. As described above, the keywordmanager 110 can extract keywords from experienced content by utilizingnatural language processing, which in turn parses and analyzes theexperienced content for a topic or important concept. For example, thekeyword manager 110 can extract the keywords 312 a and 312 b from theweb content 308 a experienced by the user. Similarly, the keywordmanager 110 can extract the keywords 312 c and 312 d from the webcontent 308 b, and the keywords 312 e and 312 f from the web content 308c. As mentioned above, any of the extracted keywords 312 a-312 f can bewords included in the text of the web content 308 a, 308 b, or 308 c,respectively. Alternatively, any of the keywords 312 a-312 f may bewords that are descriptive of a topic or concept embodied within the webcontents 308 a-308 c, respectively.

As discussed above, the keyword manager 110 can also assign a weight toeach keyword extracted from the content experienced by a user within aparticular web page. For example, as shown in FIG. 3, the keywordmanager 110 can assign a weight to each of the keywords 312 a-312 fextracted from the web content 308 a, 308 b, and 308 c experienced bythe user. In one or more embodiments, the keyword manager 110 can assigna weight to a keyword based on the amount of time the user spent at ascroll position or eye fixation associated with the content from whichthe keyword was extracted. For example, the keyword manager 110 canassign a weight to the keyword 312 a based on the amount of time theuser spent reading the web content 308 a. Similarly, the keyword manager110 may assign the same weight to the keyword 312 b because both thekeywords 312 a and 312 b are associated with the same web content 308 a.

Alternatively, and as mentioned above, the keyword manager 110 may takeadditional factors into account when assigning weights to keywords. Forexample, the keyword manager 110 may assign a higher weight to thekeyword 312 c than what was assigned to the keyword 312 d because thekeyword 312 c is closer to the next hyperlink clicked by the user (i.e.,hyperlink 314 b). In yet another embodiment, the keyword manager 110 mayassign a higher weight to the keyword 312 f than what was assigned tothe keyword 312 e based on a positive sentiment within the keyword 312 fidentified by the keyword manager's 110 natural language processor(e.g., the keyword 312 f may be “rugged” while the keyword 312 e may be“flimsy”).

In order to perform a comprehensive analysis of the user-specific dataidentified by the analytics manager 104, the keyword manager 110 canbuild an analysis table or other data structure that includes datarepresentative of one or more navigation paths, weighted keywords, andfallouts. For example, as shown in FIG. 4, the analysis table 400includes a previous page column 402, a current page column 404, and anext page column 406. In one or more embodiments, the analysis table 400indicates keywords that lead website users to a current page, keywordsthat lead website users away from a current page, and keywords that leadwebsite users to fall out from the website.

To begin constructing the analysis table 400, the keyword manager 110can begin with a single user's navigation path and the weighted keywordsassociated with each web page in the navigation path. For example, asillustrated in FIG. 3, a user's navigation path might include the webpages P1 (e.g., the previous page 306 a), C1 (e.g., the web page 304),and N1 (e.g., next page 316 a). The keyword manager 110 has extractedkeywords K1 and K2, both at a weight of W1, from the content experiencedby the user on P1. Also, as described above, the keyword manager 110 canextract the keywords K4 (e.g., keyword 312 a) and K1 (e.g., keyword 312b), at weights of W2 and W1, from the content experienced by the user onC1 (e.g., the web page 304) prior to clicking the hyperlink 314 a totransfer to N1 (e.g., the next page 316 a).

With this information, the keyword manager 110 may simply add theidentified information to the analysis table 400 such that every row inthe analysis table 400 corresponds to a navigation path. For example, asshown in FIG. 4, some navigation paths have been added to the analysistable 400, such as the navigation path including P1, C1, and N1, asshown in table cells 408 a, 408 b, and 408 c. Similarly, the keywordmanager 110 has added the relevant information to the analysis table 400from the navigation paths including: P2, C1, and N2, as shown in tablecells 408 d, 408 e, and 408 f; and P3, C1, and N3, as shown in tablecells 408 g, 408 h, and 408 i. Although the analysis table 400 isillustrated with three columns, one will appreciate that the analysistable 400 or one or more rows of the analysis table 400 can be expandedto include any suitable number of rows corresponding to any navigationpath through a website.

If the keyword manager 110 encounters user-specific information relatedto a navigation path already represented in the analysis table 400, thenthe keyword manager 110 can update the information in the analysis table400. For example, in one embodiment, the analytics manager 104 mayidentify a new navigation path of a user that includes C1, N1, and afallout. In order to add the new keywords and weights associated withthis navigation path to the analysis table 400, the keyword manager 110begins by determining whether the analysis table 400 contains a cell inthe next page column 406 of the analysis table assigned to N1 (e.g.,table cell 408 c) that has a corresponding cell in the current pagecolumn 404 in the same row assigned to C1 (e.g., table cell 408 b). Asdescribed above, at least one user has already transferred from C1 toN1. Accordingly, the keyword manager 110 adds the new keywords to theexisting list of keywords associated with C1 in the identified cell(e.g., table cell 408 b). As discussed above, the existing list ofkeywords associated with C1 in the table cell 408 b are representativeof keywords that may be indicative of a reason that the user navigatesfrom C1 to N1.

If the existing list of keywords associated with C1 in the same row asN1 already contains one of the new keywords that the keyword manager 110is trying to add, the keyword manager can simply add the weight of thenew keyword to the weight of the existing keyword. For example, if thenew set of keywords associated with C1 includes the keyword K4 with aweight of W4, the keyword manager 110 can add the weight W4 to theexisting weight assigned to K4 (e.g., W2, as shown in table cell 408 b).Accordingly, after the keyword manager 110 adds the two weightstogether, the resulting weight for the keyword K4 will be W6. This meansthat over time, keywords that are identified more often will have largerweights.

If the analysis table 400 does not include information representative ofa step in the new navigation path, the keyword manager 110 can add a newrow to the analysis table 400. For example, prior to the identificationof the new navigation path, the analysis table 400 did not include a rowincluding data representative of the user's transfer from N1 to afallout. Accordingly, the keyword manager 110 can add datarepresentative of the user's transfer from the web page N1 to a falloutby including N1 and its associated keywords and weights to a cell (e.g.,table cell 408 k) under the current page column 404 in the new row.Next, the keyword manager can include a fallout cell (e.g., table cell408 l ) to the analysis table 400 in the new row under the next pagecolumn 406. Additionally or alternatively, the keyword manager 110 cancopy the keyword list from table cell 408 b into a cell (e.g., tablecell 408 j) in the new row under the previous page column 402 of theanalysis table 400, or aggregate the data from table cell 408 b withdata for table cell 408 j. The keyword manager 110 can repeat theprocesses above for all navigation paths identified for all websiteusers of a particular website over a given time.

Once the keyword manager 110 builds the analysis table 400 as shown inFIG. 4, the keyword manager 110 can utilize the analysis table 400 togenerate one or more reports. For example, as shown in FIG. 5, thekeyword manager 110 can generate a report for a website manager andprovide the report via a web page 502 for display within a web browser500 associated with the website manager's client computing device (i.e.,client computing device 206 d). Additionally, the web page 502 caninclude additional controls that enable the website manager to configurereport parameters and interact with the provided reports. In alternativeembodiments, the keyword manager 110 can provide one or more reports tothe website manager via a native application run by the client computingdevice 206 d, or by any other report providing means. The reportsgenerated by the keyword manager 110 can by utilized by the user 208 dto improve how website visitors experience the website, which in turnleads to reduced user fallout, increased purchasing, etc.

In one or more embodiments, the keyword manager 110 can provide avariety of reports associated with or based on the analysis table 400 orother analyzed data. For example, a website manager can utilize the webbrowser 500 to navigate to the web page 502 to view various reportsbased on the analysis table 400. As shown in FIG. 5, the keyword manager110 can provide a next page flow report 504 a and a fallout report 504b. In additional embodiments, the keyword manager 110 can provideadditional or alternative reports in addition to the next page flowreport 504 a and the fallout report 504 b. In at least one embodiment,the web page 502 can include various input controls that allow a websitemanager to specify web server log files, time parameters, userparameters, and other features in order to instruct the analyticsmanager 104 to provide a specific report.

In one or more embodiments, the reports provided by the keyword manager110 can include a next page flow report. In one or more embodiments, thenext page flow report 504 a provides information related to prominentkeywords that influences website users transition from one web page toanother. For example, as shown in FIG. 5, the next page flow report 504a provides a connecting keywords tag cloud 506 a for keywords thatinfluenced website users' transitions from web page C1 (e.g., web page304 from FIG. 3) to web page N1 (e.g., next page 316 a from FIG. 3). Inone or more embodiments, the keyword manager 110 can configure theconnecting keywords tag cloud 506 a such that the keyword with theheaviest weight is listed first (e.g., if keyword K4 has a heavierweight than keyword K1 in table cell 408 b of the analysis table 400 inFIG. 4).

If a website manager configures the next page flow report 504 a toinclude only prominent keywords related to transitions from one web pageto another web page, the keyword manager 110 can construct theconnecting keywords tag cloud 506 a by identifying the keywords with theheaviest weights in the list of keywords associated with that particulartable cell in the analysis table (i.e., table cell 408 b). In at leastone embodiment, the keyword manager 110 can configure the connectingkeywords tag cloud 506 a such that the displayed font size of a keyworddirectly corresponds to the weight of the keyword (i.e., keywords withheavier weights have a larger font size than keywords with lighterweights). Additionally, in one or more embodiments, the keyword manager110 can include an indicator as to how many user click-throughs arebased on users experiencing a particular keyword (i.e., 1240 userclick-throughs from C1 to N1 are based on user experiencing the keywordK4). Although the connecting keywords tag cloud 506 a providesinformation related to prominent keywords that influenced website users'transitions from C1 to N1, in additional or alternative embodiments, aconnecting keyword tag cloud can provide information related toprominent keywords that influenced website users transitions to N1 fromany other web page in the website. For example, in one alternativeembodiment, the keyword manager 110 can identify a table cell in thecurrent page column 404 corresponding to every instance of the web pageN1 in the next page column 406, concatenate the keyword lists from allof the identified table cells, and identify the most heavily weightedkeywords in the concatenated keyword list.

In one or more embodiments, the reports provided by the keyword manager110 can further include a fallout report. For example, as shown inFIG.5, the fallout report 504 b provides information related toprominent keywords that are experienced by users just before they exitedfrom the website. More specifically, the fallout report 504 b provides aconnecting keywords tag cloud 506 b that indicates the prominentkeywords experienced by users on the webpage N1 just before they exitedfrom the website (i.e., keyword K5 has a heavier weight than keywordK2).

Rather than providing fallout keywords from a particular web page, in atleast one alternative embodiment, the keyword manager 110 can provide afallout report that includes prominent keyword experienced by websiteusers from all exit points within the website. For example, the keywordmanager 110 can identify a table cell in the current page column 404corresponding to every instance of the fallout node 4081 in the nextpage column 406. The keyword manager 110 can then concatenate thekeyword lists from all of the identified table cells, and then identifythe most heavily weighted keywords in the concatenated keyword list. Inone embodiment, the most heavily weighted keywords identified by thekeyword manager 110 from this concatenated list are keywords that weremost often experienced by website users immediately preceding their exitfrom the website.

In one or more embodiments, the reports provided by the keyword manager110 can further include a previous page report (not shown in FIG. 5).The previous page report provides information about the prominentkeywords experienced by website users immediately before transitioningto a particular web page within the website. For example, the keywordmanager 110 can generate a previous page report for a particular webpage by identifying a table cell in the current page column 404corresponding to every instance of the particular web page in the nextpage column 406. The keyword manager 110 can then concatenate thekeyword lists from all of the identified table cells, and then identifythe most heavily weighted keywords in the concatenated keyword list. Inone embodiment, the most heavily weighted keywords identified by thekeyword manager 110 from this concatenated list are keywords that weremost often experienced by website users immediately preceding theirtransfer to the particular page. In additional or alternativeembodiments, the previous page report can provide information about theprominent keywords experienced by website users before they transitionto one of a group of web pages.

In one or more embodiments, the reports provided by the keyword manager110 can further include a prominent entry and exit keyword report (notshown in FIG. 5). The prominent entry and exit keyword report providesinformation about the prominent keywords experienced by website usersimmediately before transitioning to a particular web page andimmediately before transitioning away from the particular web page. Forexample, the keyword manager 110 can generate the prominent entry andexit keyword report for a particular web page by identifying datacorresponding to every instance of the particular web page in thecurrent page column 404 in the analysis table 400. The keyword manager110 can then concatenate the keyword lists from all of the identifiedtable cells, and then identify the most heavily weighted keywords in theconcatenated keyword list. The most heavily weighted keywords identifiedby the keyword manager 110 from this concatenated list representprominent entry keywords for the particular page. The keyword manager110 can then identify a table cell in the current page column 404corresponding to every instance of the particular web page in thecurrent page column 404. The keyword manager 110 can then concatenatethe keyword lists from all of the identified table cells, and thenidentify the most heavily weighted keywords in the concatenated keywordlist. The most heavily weighted keywords identified by the keywordmanager 110 from this concatenated list represent prominent exitkeywords for the particular page.

In one or more embodiments, the reports provided by the keyword manager110 can further include a summarized full path report (not shown in FIG.5). The summarized full path report provides information about theprominent keywords experienced by website users who moved in aparticular navigation path through the website. For example, asdescribed above, a user may transition through a website by firstvisiting the web page P1, followed by the web page C1, followed by theweb page N1. Accordingly the user's navigation path would be P1, thenC1, and then N1. In at least one embodiment, the keyword manager 110 cangenerate a summarized full path report for a particular navigation pathby simply identifying the row in the analysis table 400 that correspondsto the particular navigation path, and providing the keywords listed inthe table cells of that row.

In one or more embodiments, the particular navigation path for which thekeyword manager 110 is generating a summarized full path report may notbe wholly contained within a single row of the analysis table 400. Inthat case, the keyword manager 110 can identify a table cell in thecurrent page column 404 that corresponds with a table cell in the nextpage column 406 that together correspond with the first and second stepin the particular navigation path. Next the keyword manager 110 canidentify another row in the analysis table 400 with a table cells in theprevious page column 402, the current page column 404, and the next pagecolumn 406 that correspond with the second, third, and fourth steps inthe particular navigation path, respectively. The keyword manager 110can continue this process until the keyword manager 110 has identifiedsequential table cells in the analysis table 400 corresponding with eachstep in the particular navigation path. The keyword manager 110 can thenprovide the keywords listed in each identified sequential table cell.

In one or more embodiments, the reports provided by the keyword manager110 can further include an enhanced time spent report (not shown in FIG.5). The enhanced time spent report provides information about how muchtime user's spend in association with various keywords on a particularweb page. For example, the keyword manager 110 can generate an enhancedtime spent report for a particular web page by identifying the tablecells within the current page column 404 corresponding to every instanceof the particular web page in the analysis table 400. The keywordmanager 110 can then concatenate the lists of keywords contained withinthe identified table cells to form a list of keywords representing everykeyword the website users experienced on the particular page prior totransitioning to any other page. The keyword manager 110 can order andpresent this list of keywords along with the weight of each keyword aspart of the enhanced time spent report. The enhanced time spent reportcan further include a key explaining amounts of time that correspondwith the weights of the keywords in the list (e.g., a keyword with aweight of W10 may have been viewed by all website users collectively for5 minutes over a one-hour period of time).

FIGS. 1-5, the corresponding text, and the examples, provide a number ofdifferent systems and devices for providing actionable data related towebsite keywords. In addition to the foregoing, one or more embodimentscan also be described in terms of flowcharts comprising acts and stepsin a method for accomplishing a particular result. For example, FIGS. 6and 7 illustrate flowcharts of exemplary methods in accordance with oneor more embodiments. The methods described in relation to FIGS. 6 and 7may be performed with less or more steps/acts or the steps/acts may beperformed in differing orders. Additionally, the steps/acts describedherein may be repeated or performed in parallel with one another or inparallel with different instances of the same or similar steps/acts.

FIG. 6 illustrates a flowchart of one example method 600 of identifyingand providing actionable keyword data based on website traffic. Themethod 600 includes an act 610 of identifying a first navigation pathfrom a first web page to a second web page. In particular, the act 610can involve identifying a first user navigation path comprisingnavigation from a first web page to a second web page by a user. Forexample, in one or more embodiments, identifying the first usernavigation path comprising the first web page and the second web pagenavigated by the user comprises parsing one or more web server logfiles.

The method 600 further includes an act 620 of identifying a first set ofkeywords from the first web page. In particular, the act 620 can involveidentifying a first set of keywords from content experienced by the userfrom the first web page. For example, in one or more embodiments,identifying a first set of keywords from content experienced by the userfrom the first web page comprises monitoring scroll behavior of the userto identify content experienced by the user at a particular scrollposition within the first web page. Alternatively, in at least oneembodiment, identifying a first set of keywords from content experiencedby the user from the first web page comprises tracking eye movement ofthe user to identify a portion of content within the first web pagecorresponding with the eye movement. Additionally, in at least oneembodiment, identifying the first set of keywords from contentexperienced by the user from the first web page further comprisesextracting the first set of keywords from content experienced by theuser at the particular scroll position within the first web pageutilizing a natural language processing engine.

The method 600 also includes an act 630 of identifying a second set ofkeywords from the second web page. In particular, the act 630 caninvolve identifying a second set of keywords from content experienced bythe user from the second web page. For example, in one or moreembodiments, identifying a second set of keywords from contentexperienced by the user from the second web page comprises monitoringscroll behavior of the user to identify content experienced by the userat a particular scroll position within the second web page.Alternatively, in at least one embodiment, identifying a second set ofkeywords from content experienced by the user from the second web pagecomprises tracking eye movement of the user to identify a portion ofcontent within the second web page corresponding with the eye movement.Additionally, in at least one embodiment, identifying the second set ofkeywords from content experienced by the user from the second web pagefurther comprises extracting the second set of keywords from contentexperienced by the user at the particular scroll position within thesecond web page utilizing a natural language processing engine.Furthermore, in at least one embodiment, the method 600 further includesassigning a weight to each of the first set of keywords relative to atime spent by the user at the particular scroll position within thefirst web page. Additionally, the method 600 includes an act 640 ofassociating the first set of keywords with a navigation from the firstweb page to the second web page, and an act 650 of associating thesecond set of keywords with a navigation away from the second web page.

The method 600 further includes an act 660 of generating a reportassociated with the first user navigation path. In particular, the act660 can involve generating a report associated with the first usernavigation path, wherein the report is based, at least in part, on theassociation of the first set of keywords with the navigation from thefirst web page to the second web page, and on the association of thesecond set of keywords with the navigation away from the second webpage. In one or more embodiments, the report can be provided via adedicated display.

The method 600 can further include an act of: identifying a second usernavigation path comprising navigation from the second web page to athird web page by the user, identifying a third set of keywords fromcontent experienced by the user from the third web page, assigning aweight to each of the third set of keywords based on a time spent by theuser at a particular scroll position within the third web page,associating of the second set of keywords with a navigation from thesecond web page to the third web page, and associating the third set ofkeywords with a navigation away from the third web page. For example, inone or more embodiments, generating a report associated with the usernavigation path comprises generating one or more of a next page keywordreport, a previous page keyword report, or a prominent keyword report.Accordingly, in at least one embodiment, generating a next page keywordreport comprises generating a display of keywords associated withnavigation away from the second web page.

Furthermore, in at least one embodiment, generating a previous pagekeyword report comprises generating a display of keywords associatedwith navigation to the second web page. Additionally, in at least oneembodiment, generating a prominent keyword report comprises: identifyingone or more keywords from the first set of keywords having a weightabove a particular threshold, and generating a display of the identifiedone or more keywords. Finally, in one or more embodiments, generating areport comprises generating a display of a connecting keywords tagcloud.

FIG. 7 illustrates a flowchart of one example method 700 of identifyingand providing actionable keyword data based on website traffic. Themethod 700 includes an act 710 of identifying a user navigation path. Inparticular, the act 710 can involve identifying a user navigation pathcomprising a plurality of web pages including at least a first web pageand a second web page of a website navigated by a user, wherein thesecond web page represents the user's exit point from the website.

The method 700 further includes an act 720 of identifying a first set ofkeywords from the first web page in the user navigation path. Inparticular, the act 720 can involve identifying a first set of keywordsfrom content experienced by the user from the first web page. In one ormore embodiments, identifying a first set of keywords from contentexperienced by the user from the first web page comprises monitoringscroll behavior of the user to identify content experienced by the userat a particular scroll position within the first web page. Furthermore,in at least one embodiment, identifying a first set of keywords fromcontent experienced by the user from the first web page furthercomprises extracting the first set of keywords from content experiencedby the user at the particular scroll position within the first web pageutilizing a natural language processing engine.

The method 700 also includes an act 730 of identifying a second set ofkeywords experienced just before an exit from the user navigation path.In particular, the act 730 can involve identifying a second set ofkeywords from content experienced by the user from the second web pagewithin a threshold amount of time preceding the user's exit from thewebsite. In one or more embodiments, identifying a second set ofkeywords from content experienced by the user from the second web pagecomprises monitoring scroll behavior of the user to identify contentexperienced by the user at a particular scroll position within thesecond web page before exiting the website. Furthermore, in at least oneembodiment, identifying a second set of keywords from contentexperienced by the user from the second web page further comprisesextracting the second set of keywords from content experienced by theuser at the particular scroll position within the second web pageutilizing a natural language processing engine. Additionally, in atleast one embodiment, the method 700 also includes associating a weightwith each of the first set of keywords and each of the second set ofkeywords, wherein the weight assigned to a particular keyword within thefirst set of keywords or the second set of keywords is relative to thetime spent by the user at the particular scroll position indicating thecontent experienced by the user from which the particular keyword isidentified.

Furthermore, the method 700 includes an act 740 of associating the firstset of keywords with a navigation within the user navigation path, andan act 750 of associating the second set of keywords with a navigationaway from the user navigation path. In particular, the act 740 caninvolve associating the first set of keywords with a navigation from thefirst web page to the second web page. Similarly, in particular, the act750 can involve associating the second set of keywords with a navigationaway from the website.

The method 700 also includes an act 760 of generating a fallout reportassociated with the user navigation path. In particular, the act 760 caninvolve generating a fallout report associated with the user navigationpath, wherein the fallout report is based, at least in part, on theassociation of the second set of keywords with the navigation away fromthe website. In one or more embodiments, generating a fallout reportcomprises generating a display of the keywords associated with theuser's exit from the website.

In one or more embodiments, the method 700 can include an act of:identifying one or more additional user navigation paths navigated byadditional users, wherein the one or more additional user navigationpaths each include a navigation away from the website, identifying athird set of keywords from content experienced by each of the additionalusers within a threshold amount of time before navigating away from thewebsite, associating the third set of keywords with the navigation awayfrom the website, and updating the fallout report to generate a displayincluding the third set of keywords. Furthermore, in one or moreembodiments, generating a full path report, wherein generating a fullpath report comprises: identifying, from within the user navigationpath, a sequence of web pages navigated by the user starting at theuser's entry point into the website and ending at the user's exit pointfrom the website, identifying, for each of the web pages indicated inthe sequence of web pages navigated by the user, a set of keywords fromcontent experienced by the user on each web page, and providing, foreach of the web pages indicated in the sequence of web pages navigatedby the user, a display of the set of keywords.

Embodiments of the present disclosure may comprise or utilize a specialpurpose or general-purpose computer including computer hardware, suchas, for example, one or more processors and system memory, as discussedin greater detail below. Embodiments within the scope of the presentdisclosure also include physical and other computer-readable media forcarrying or storing computer-executable instructions and/or datastructures. In particular, one or more of the processes described hereinmay be implemented at least in part as instructions embodied in anon-transitory computer-readable medium and executable by one or morecomputing devices (e.g., any of the media content access devicesdescribed herein). In general, a processor (e.g., a microprocessor)receives instructions, from a non-transitory computer-readable medium,(e.g., a memory, etc.), and executes those instructions, therebyperforming one or more processes, including one or more of the processesdescribed herein.

Computer-readable media can be any available media that can be accessedby a general purpose or special purpose computer system.Computer-readable media that store computer-executable instructions arenon-transitory computer-readable storage media (devices).Computer-readable media that carry computer-executable instructions aretransmission media. Thus, by way of example, and not limitation,embodiments of the disclosure can comprise at least two distinctlydifferent kinds of computer-readable media: non-transitorycomputer-readable storage media (devices) and transmission media.

Non-transitory computer-readable storage media (devices) includes RAM,ROM, EEPROM, CD-ROM, solid state drives (“SSDs”) (e.g., based on RAM),Flash memory, phase-change memory (“PCM”), other types of memory, otheroptical disk storage, magnetic disk storage or other magnetic storagedevices, or any other medium which can be used to store desired programcode means in the form of computer-executable instructions or datastructures and which can be accessed by a general purpose or specialpurpose computer.

A “network” is defined as one or more data links that enable thetransport of electronic data between computer systems and/or modulesand/or other electronic devices. When information is transferred orprovided over a network or another communications connection (eitherhardwired, wireless, or a combination of hardwired or wireless) to acomputer, the computer properly views the connection as a transmissionmedium. Transmissions media can include a network and/or data linkswhich can be used to carry desired program code means in the form ofcomputer-executable instructions or data structures and which can beaccessed by a general purpose or special purpose computer. Combinationsof the above should also be included within the scope ofcomputer-readable media.

Further, upon reaching various computer system components, program codemeans in the form of computer-executable instructions or data structurescan be transferred automatically from transmission media tonon-transitory computer-readable storage media (devices) (or viceversa). For example, computer-executable instructions or data structuresreceived over a network or data link can be buffered in RAM within anetwork interface module (e.g., a “NIC”), and then eventuallytransferred to computer system RAM and/or to less volatile computerstorage media (devices) at a computer system. Thus, it should beunderstood that non-transitory computer-readable storage media (devices)can be included in computer system components that also (or evenprimarily) utilize transmission media.

Computer-executable instructions comprise, for example, instructions anddata which, when executed at a processor, cause a general purposecomputer, special purpose computer, or special purpose processing deviceto perform a certain function or group of functions. In someembodiments, computer-executable instructions are executed on a generalpurpose computer to turn the general purpose computer into a specialpurpose computer implementing elements of the disclosure. The computerexecutable instructions may be, for example, binaries, intermediateformat instructions such as assembly language, or even source code.Although the subject matter has been described in language specific tostructural features and/or methodological acts, it is to be understoodthat the subject matter defined in the appended claims is notnecessarily limited to the described features or acts described above.Rather, the described features and acts are disclosed as example formsof implementing the claims.

Those skilled in the art will appreciate that the disclosure may bepracticed in network computing environments with many types of computersystem configurations, including, personal computers, desktop computers,laptop computers, message processors, hand-held devices, multi-processorsystems, microprocessor-based or programmable consumer electronics,network PCs, minicomputers, mainframe computers, mobile telephones,PDAs, tablets, pagers, routers, switches, and the like. The disclosuremay also be practiced in distributed system environments where local andremote computer systems, which are linked (either by hardwired datalinks, wireless data links, or by a combination of hardwired andwireless data links) through a network, both perform tasks. In adistributed system environment, program modules may be located in bothlocal and remote memory storage devices.

Embodiments of the present disclosure can also be implemented in cloudcomputing environments. In this description, “cloud computing” isdefined as a model for enabling on-demand network access to a sharedpool of configurable computing resources. For example, cloud computingcan be employed in the marketplace to offer ubiquitous and convenienton-demand access to the shared pool of configurable computing resources.The shared pool of configurable computing resources can be rapidlyprovisioned via virtualization and released with low management effortor service provider interaction, and then scaled accordingly.

A cloud-computing model can be composed of various characteristics suchas, for example, on-demand self-service, broad network access, resourcepooling, rapid elasticity, measured service, and so forth. Acloud-computing model can also expose various service models, such as,for example, Software as a Service (“SaaS”), Platform as a Service(“PaaS”), and Infrastructure as a Service (“IaaS”). A cloud-computingmodel can also be deployed using different deployment models such asprivate cloud, community cloud, public cloud, hybrid cloud, and soforth. In this description and in the claims, a “cloud-computingenvironment” is an environment in which cloud computing is employed.

FIG. 8 illustrates a block diagram of an exemplary computing device 800that may be configured to perform one or more of the processes describedabove. One will appreciate that the social media marketing system 104may be implemented by one or more computing devices such as thecomputing device 800. As shown by FIG. 8, the computing device 800 cancomprise a processor 802, memory 804, a storage device 806, an I/Ointerface 808, and a communication interface 810, which may becommunicatively coupled by way of a communication infrastructure 812.While an exemplary computing device 800 is shown in FIG. 8, thecomponents illustrated in FIG. 8 are not intended to be limiting.Additional or alternative components may be used in other embodiments.Furthermore, in certain embodiments, the computing device 800 caninclude fewer components than those shown in FIG. 8. Components of thecomputing device 800 shown in FIG. 8 will now be described in additionaldetail.

In particular embodiments, the processor 802 includes hardware forexecuting instructions, such as those making up a computer program. Asan example and not by way of limitation, to execute instructions, theprocessor 802 may retrieve (or fetch) the instructions from an internalregister, an internal cache, the memory 804, or the storage device 806and decode and execute them. In particular embodiments, the processor802 may include one or more internal caches for data, instructions, oraddresses. As an example and not by way of limitation, the processor 802may include one or more instruction caches, one or more data caches, andone or more translation lookaside buffers (TLBs). Instructions in theinstruction caches may be copies of instructions in the memory 804 orthe storage 806.

The memory 804 may be used for storing data, metadata, and programs forexecution by the processor(s). The memory 804 may include one or more ofvolatile and non-volatile memories, such as Random Access Memory(“RAM”), Read Only Memory (“ROM”), a solid state disk (“SSD”), Flash,Phase Change Memory (“PCM”), or other types of data storage. The memory804 may be internal or distributed memory.

The storage device 806 includes storage for storing data orinstructions. As an example and not by way of limitation, the storagedevice 806 can comprise a non-transitory storage medium described above.The storage device 806 may include a hard disk drive (HDD), a floppydisk drive, flash memory, an optical disc, a magneto-optical disc,magnetic tape, or a Universal Serial Bus (USB) drive or a combination oftwo or more of these. The storage device 806 may include removable ornon-removable (or fixed) media, where appropriate. The storage device806 may be internal or external to the computing device 800. Inparticular embodiments, the storage device 806 is non-volatile,solid-state memory. In other embodiments, the storage device 806includes read-only memory (ROM). Where appropriate, this ROM may be maskprogrammed ROM, programmable ROM (PROM), erasable PROM (EPROM),electrically erasable PROM (EEPROM), electrically alterable ROM (EAROM),or flash memory or a combination of two or more of these.

The I/O interface 808 allows a user to provide input to, receive outputfrom, and otherwise transfer data to and receive data from the computingdevice 800. The I/O interface 808 may include a mouse, a keypad or akeyboard, a touch screen, a camera, an optical scanner, networkinterface, modem, other known I/O devices or a combination of such I/Ointerfaces. The I/O interface 808 may include one or more devices forpresenting output to a user, including, but not limited to, a graphicsengine, a display (e.g., a display screen), one or more output drivers(e.g., display drivers), one or more audio speakers, and one or moreaudio drivers. In certain embodiments, the I/O interface 808 isconfigured to provide graphical data to a display for presentation to auser. The graphical data may be representative of one or more graphicaluser interfaces and/or any other graphical content as may serve aparticular implementation.

The communication interface 810 can include hardware, software, or both.In any event, the communication interface 810 can provide one or moreinterfaces for communication (such as, for example, packet-basedcommunication) between the computing device 800 and one or more othercomputing devices or networks. As an example and not by way oflimitation, the communication interface 810 may include a networkinterface controller (NIC) or network adapter for communicating with anEthernet or other wire-based network or a wireless NIC (WNIC) orwireless adapter for communicating with a wireless network, such as aWI-FI.

Additionally or alternatively, the communication interface 810 mayfacilitate communications with an ad hoc network, a personal areanetwork (PAN), a local area network (LAN), a wide area network (WAN), ametropolitan area network (MAN), or one or more portions of the Internetor a combination of two or more of these. One or more portions of one ormore of these networks may be wired or wireless. As an example, thecommunication interface 810 may facilitate communications with awireless PAN (WPAN) (such as, for example, a BLUETOOTH WPAN), a WI-FInetwork, a WI-MAX network, a cellular telephone network (such as, forexample, a Global System for Mobile Communications (GSM) network), orother suitable wireless network or a combination thereof.

Additionally, the communication interface 810 may facilitatecommunications various communication protocols. Examples ofcommunication protocols that may be used include, but are not limitedto, data transmission media, communications devices, TransmissionControl Protocol (“TCP”), Internet Protocol (“IP”), File TransferProtocol (“FTP”), Telnet, Hypertext Transfer Protocol (“HTTP”),Hypertext Transfer Protocol Secure (“HTTPS”), Session InitiationProtocol (“SIP”), Simple Object Access Protocol (“SOAP”), ExtensibleMark-up Language (“XML”) and variations thereof, Simple Mail TransferProtocol (“SMTP”), Real-Time Transport Protocol (“RTP”), User DatagramProtocol (“UDP”), Global System for Mobile Communications (“GSM”)technologies, Code Division Multiple Access (“CDMA”) technologies, TimeDivision Multiple Access (“TDMA”) technologies, Short Message Service(“SMS”), Multimedia Message Service (“MMS”), radio frequency (“RF”)signaling technologies, Long Term Evolution (“LTE”) technologies,wireless communication technologies, in-band and out-of-band signalingtechnologies, and other suitable communications networks andtechnologies.

The communication infrastructure 812 may include hardware, software, orboth that couples components of the computing device 800 to each other.As an example and not by way of limitation, the communicationinfrastructure 812 may include an Accelerated Graphics Port (AGP) orother graphics bus, an Enhanced Industry Standard Architecture (EISA)bus, a front-side bus (FSB), a HYPERTRANSPORT (HT) interconnect, anIndustry Standard Architecture (ISA) bus, an INFINIBAND interconnect, alow-pin-count (LPC) bus, a memory bus, a Micro Channel Architecture(MCA) bus, a Peripheral Component Interconnect (PCI) bus, a PCI-Express(PCIe) bus, a serial advanced technology attachment (SATA) bus, a VideoElectronics Standards Association local (VLB) bus, or another suitablebus or a combination thereof.

In the foregoing specification, the present disclosure has beendescribed with reference to specific exemplary embodiments thereof.Various embodiments and aspects of the present disclosure(s) aredescribed with reference to details discussed herein, and theaccompanying drawings illustrate the various embodiments. Thedescription above and drawings are illustrative of the disclosure andare not to be construed as limiting the disclosure. Numerous specificdetails are described to provide a thorough understanding of variousembodiments of the present disclosure.

The present disclosure may be embodied in other specific forms withoutdeparting from its spirit or essential characteristics. The describedembodiments are to be considered in all respects only as illustrativeand not restrictive. For example, the methods described herein may beperformed with less or more steps/acts or the steps/acts may beperformed in differing orders. Additionally, the steps/acts describedherein may be repeated or performed in parallel with one another or inparallel with different instances of the same or similar steps/acts. Thescope of the present application is, therefore, indicated by theappended claims rather than by the foregoing description. All changesthat come within the meaning and range of equivalency of the claims areto be embraced within their scope.

What is claimed is:
 1. In a digital medium environment for analyzing webtraffic, a method for enhancing analytics of user navigation of awebsite comprising: identifying a first user navigation path comprisingnavigation from a first web page to a second web page by a user;identifying a first set of keywords from content experienced by the userfrom the first web page; identifying a second set of keywords fromcontent experienced by the user from the second web page; associatingthe first set of keywords with a navigation from the first web page tothe second web page; associating the second set of keywords with anavigation away from the second web page; and generating a reportassociated with the first user navigation path, wherein the report isbased, at least in part, on the association of the first set of keywordswith the navigation from the first web page to the second web page, andon the association of the second set of keywords with the navigationaway from the second web page.
 2. The method as recited in claim 1,wherein identifying the first user navigation path comprising the firstweb page and the second web page navigated by the user comprises parsingone or more web server log files.
 3. The method as recited in claim 1,wherein identifying a first set of keywords from content experienced bythe user from the first web page comprises monitoring scroll behavior ofthe user to identify content experienced by the user at a particularscroll position within the first web page, and identifying a second setof keywords from content experienced by the user from the second webpage comprises monitoring scroll behavior of the user to identifycontent experienced by the user at a particular scroll position withinthe second web page.
 4. The method as recited in claim 1, whereinidentifying a first set of keywords from content experienced by the userfrom the first web page comprises tracking eye movement of the user toidentify a portion of content within the first web page correspondingwith the eye movement, and identifying a second set of keywords fromcontent experienced by the user from the second web page comprisestracking eye movement of the user to identify a portion of contentwithin the second web page corresponding with the eye movement.
 5. Themethod as recited in claim 3, wherein identifying the first set ofkeywords from content experienced by the user from the first web pagefurther comprises extracting the first set of keywords from contentexperienced by the user at the particular scroll position within thefirst web page utilizing a natural language processing engine, andidentifying the second set of keywords from content experienced by theuser from the second web page further comprises extracting the secondset of keywords from content experienced by the user at the particularscroll position within the second web page utilizing the naturallanguage processing engine.
 6. The method as recited in claim 3, furthercomprising assigning a weight to each of the first set of keywordsrelative to a time spent by the user at the particular scroll positionwithin the first web page.
 7. The method as recited in claim 1, furthercomprising: identifying a second user navigation path comprisingnavigation from the second web page to a third web page by the user;identifying a third set of keywords from content experienced by the userfrom the third web page; assigning a weight to each of the third set ofkeywords based on a time spent by the user at a particular scrollposition within the third web page; associating of the second set ofkeywords with a navigation from the second web page to the third webpage; and associating the third set of keywords with a navigation awayfrom the third web page.
 8. The method as recited in claim 1, whereingenerating the report associated with the first user navigation pathcomprises generating one or more of a next page keyword report, aprevious page keyword report, or a prominent keyword report.
 9. Themethod as recited in claim 8, wherein generating the next page keywordreport comprises generating a display of keywords associated withnavigation away from the second web page.
 10. The method as recited inclaim 8, wherein generating the previous page keyword report comprisesgenerating a display of keywords associated with navigation to thesecond web page.
 11. The method as recited in claim 8, whereingenerating the prominent keyword report comprises: identifying one ormore keywords from the first set of keywords having a weight above aparticular threshold; and generating a display of the identified one ormore keywords.
 12. The method as recited in claim 8, wherein generatingthe report comprises generating a display of a connecting keywords tagcloud.
 13. In a digital medium environment for analyzing web traffic, amethod for enhancing analytics of user navigation of websitescomprising: identifying a user navigation path comprising a plurality ofweb pages including at least a first web page and a second web page of aweb site navigated by a user, wherein the second web page represents anexit point of the user from the website; identifying a first set ofkeywords from content experienced by the user from the first web page;identifying a second set of keywords from content experienced by theuser from the second web page within a threshold amount of timepreceding the exit point of the user from the web site; associating thefirst set of keywords with a navigation from the first web page to thesecond web page; associating the second set of keywords with anavigation away from the website; and generating a fallout reportassociated with the user navigation path, wherein the fallout report isbased, at least in part, on the association of the second set ofkeywords with the navigation away from the website.
 14. The method asrecited in claim 13, wherein identifying the first set of keywords fromcontent experienced by the user from the first web page comprisesmonitoring scroll behavior of the user to identify content experiencedby the user at a particular scroll position within the first web page,and identifying the second set of keywords from content experienced bythe user from the second web page comprises monitoring scroll behaviorof the user to identify content experienced by the user at a particularscroll position within the second web page before exiting the website.15. The method as recited in claim 14, wherein identifying the first setof keywords from content experienced by the user from the first web pagefurther comprises extracting the first set of keywords from contentexperienced by the user at the particular scroll position within thefirst web page utilizing a natural language processing engine, andidentifying the second set of keywords from content experienced by theuser from the second web page further comprises extracting the secondset of keywords from content experienced by the user at the particularscroll position within the second web page utilizing the naturallanguage processing engine.
 16. The method as recited in claim 15,further comprising associating a weight with each of the first set ofkeywords and each of the second set of keywords, wherein the weightassigned to a particular keyword within the first set of keywords or thesecond set of keywords is relative to a time spent by the user at theparticular scroll position indicating the content experienced by theuser from which the particular keyword is identified.
 17. The method asrecited in claim 16, wherein generating ft the fallout report comprisesgenerating a display of the keywords associated with the exit point ofuser from the website.
 18. The method as recited in claim 17, furthercomprising: identifying one or more additional user navigation pathsnavigated by additional users, wherein the one or more additional usernavigation paths each include an additional navigation away from the website; identifying a third set of keywords from content experienced byeach of the additional users within the threshold amount of time beforenavigating away from the website; associating the third set of keywordswith the navigation away from the website; and updating the falloutreport to generate an additional display including the third set ofkeywords.
 19. The method as recited in claim 18, further comprisinggenerating a full path report, wherein generating the full path reportcomprises: identifying, from within the user navigation path, a sequenceof web pages navigated by the user starting at an entry point of theuser into the web site and ending at the exit point of the user from thewebsite; identifying, for each of the web pages indicated in thesequence of web pages navigated by the user, a set of keywords fromcontent experienced by the user on each web page; and providing, foreach of the web pages indicated in the sequence of web pages navigatedby the user, a further display of the set of keywords.
 20. In a digitalmedium environment for analyzing web traffic, a system for enhancinganalytics of user navigation of a website comprising: at least oneprocessor; and at least one non-transitory computer-readable storagemedium storing instructions thereon that, when executed by the at leastone processor, cause the system to: identify a first user navigationpath comprising navigation from a first web page to a second web page bya user; identify a first set of keywords from content experienced by theuser from the first web page; identify a second set of keywords fromcontent experienced by the user from the second web page; associate thefirst set of keywords with a navigation from the first web page to thesecond web page; associated the second set of keywords with a navigationaway from the second web page; and generate a report associated with thefirst user navigation path, wherein the report is based, at least inpart, on the association of the first set of keywords with thenavigation from the first web page to the second web page, and theassociation of the second set of keywords with the navigation away fromthe second web page.